STORE EXPERIENCE DESIGN

ADITI MUKUL PENDHARKAR

TAVISHI MUKHERJEE
CONTENTS
PROJECT BRIEF 3 OBSERVATIONAL STUDY 17
BRAND CHOSEN 4 STORE IMAGES 18
BRAND OVERVIEW 5 STORE EXTERIOR 20
VISION 6 STORE INTERIOR 23
MISSION AND BRAND VALUES 7 RETAIL FLOOR PLAN 26
POSITIONING 8 TRAFFIC FLOW 27
INDIAN COMPETITORS 9 RETAIL FLOOR ZONES 28
COLOUR PALETTE 10 CHALLENGES AND SUGGESTIONS 29
IMAGE AND STORE GUIDELINES 11 FURNITURE AND PROP DESIGN 31
FONTS 12 PROP DESIGN 32
LOGO 13 PROP MATERIALS 34
PRODUCTS 14 FURNITURE DESIGN 35
EXPERIENTIAL ELEMENTS 16 FURNITURE MATERIALS 38
FURNITURE FEATURES 39
CONCLUSIONS 40

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PROJECt brief
Part1: Based on the observational study, make a detailed presentation on the store(s) of one fashion and lifestyle
brand. Discuss store exterior and interior elements. and suggest logical and suitable changes.

Part 2: Select one piece of prop, fixture or furniture from the visited store and either replicate or re-design it with
suggestive changes.

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BRAND OVERVIEW

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VISION
ENRICH NOT EXPLOIT
Our predominant aim is to make the world we live in a fairer, safer and more ethical community. In the past
40 years we have done a brilliant job of fulfilling this goal and we will ensure to continue increasing our
environmental and social activism in years to come. Since the beginning, our vision for The Body Shop has
been to:

• Secure high quality ingredients that really work

• Provide a sustainable income through a fairly traded relationship

• Bring great products and inspiration to our customers

Now, our current vision is more concentrated around evolving our new Enrich Not Exploit global
commitment, focussing on three pillars: enrich our people, enrich our products and enrich our planet.

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MISSION Brand values
A COMPANY WITH A DIFFERENCE. SUPPORT COMMUNITY FAIR TRADE. ACTIVATE SELF
Our mission includes dedicating our business to social ESTEEM. DEFEND HUMAN RIGHTS. AGAINST ANIMAL
and environmental change whilst ensuring it is
ecologically sustainable: meeting the needs of the TESTING. PROTECT THE PLANET.
present without compromising the future. We We are consistently influenced by these values in
meaningfully contribute to local, national and everything we do, from product development to our
international communities in which we trade carefully, supply chain and dealing with customers. We feel
honestly and fairly. Another aspect of our mission is to these fundamental principles will result in a happier,
passionately campaign for the protection of the safer and more sustainable future. As well as these 5
environment, human and civil rights, and against core values, our focus between 2016-2020 will be the
animal testing within the cosmetics industry. Enrich Not Exploit global commitment.

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POSITIONING
NATURALLY INSPIRED COSMETIC PRODUCTS FOR THOSE
WHO CARE.
We are for women who believe nature has the power to
enhance health and make life beautiful. By using
naturally sourced ingredients, our products will make
you look and feel wonderful on the inside and out.

Unlike other conventional cosmetic brands, we pride

ourselves in being extremely ethically conscious and
consistently fighting for what's right.

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INDIAN COMPETITORS
1. Forest Essentials: This brand offers luxurious Ayurvedic beauty and skincare
products. They are known for their natural ingredients and traditional formulations

2.Kama Ayurveda: Another leader in the Ayurvedic beauty space, Kama Ayurveda
uses pure, natural ingredients to create effective skincare, haircare, and wellness
products.

3.Soultree: This brand makes Ayurvedic, organic, and ethically-sourced beauty

products that are free from toxins.

4.Biotique: Biotique blends botanical extracts with Ayurvedic knowledge to create a

wide range of skincare and haircare products at affordable prices

5.Himalaya Herbals: A very popular and widespread brand in India, Himalaya Herbals
offers natural beauty and personal care products using herbal ingredients.

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COLOUR PALETTE

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IMAGE GUIDELINES stORE GUIDELINES
Just like us, we love our images to be bursting with The Body Shop prioritizes refreshing its stores to stay
colour and happiness. The focus of our photography is competitive. They aim for a vibrant, social atmosphere
either on products or beautiful people and places that highlights their commitment to sustainability and
from across the world. Imagery should be from high-quality products. Store layout features central
real-life scenarios that portray people going about tables showcasing new/popular items, with side/back
their day-to-day life in their natural habitat. They walls organized by product range (Bath & Body,
should feel warm, friendly and engaging to make our Fragrance, Skincare, Make-Up). Larger stores offer
customers feel welcome and absorbed in our brand. interactive Bodycare & Skincare Bars for product
Editing of imagery should be kept to a minimum, the testing. The overall design strives for a professional,
contrast and vibrancy may be altered in some cases to fresh feel through quality materials, modern
make the photographs look bolder and more structures, and subtle branding.
powerful. Most importantly they should look relaxed
and peaceful.

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FONTS
The typeface, Bebas Neue, should be used for titles and headings as it is bold and catches attention. This is
also the font that is used for the text in the logo.

Avenir Next is to be used in Demi Bold for sub-headings and occasionally in Regular for body text. This
should be used in the word-mark in uppercase letters to read THE BODY SHOP'.

Open Sans, however, should only ever be used for main body text in no bigger than size 12 font. It is a
simple sans serif, therefore readable for everybody.

BEBAS NEUE
Avenir Next
Open sans

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LOGO

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PRODUCTS FACE
As a cosmetic brand, we offer a wide range of
lines and products including skin and body
care, haircare, make-up, fragrances and more.
Due to us having opened stores all over the
world, we offer a variety of products according
to the culture, weather and the religion of the
country where it is located. For instance, in
Muslim countries like Malaysia, The Body Shop
sells products which do not contain alcohol in
its formula. Although we offer a men's range,
our products are primarily aimed at females BODY
who care about themselves and the
environment. We pride ourselves in creating
high quality cosmetics from naturally sourced
ingredients to encourage women to feel
naturally beautiful.

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HAIR FRAGRANCE

MAKEUP MEN’S

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Experiential Elements
Sustainability:

1. Return Recycle Repeat program: Easily return and recycle plastic bottles, tubs, tubes, pots, etc., in-store.
2. Sustainable fixtures: Reclaimed wood, recycled plastics, and aluminum for minimal environmental impact.
3. Activism hub: Learn about the brand's social initiatives and get involved in campaigns.

Products:

1. New Arrivals bay: Featuring new product lines.

2. Friendly staff: Offering demonstrations, personalized tips, and new ways to experience products.
3. Gifting station: Create unique and personalized gifts with stickers, ribbons, and recyclable paper.

Community Engagement:
The store displays an evocative wall mural by a local artist, depicting local environmental/social issues. In keeping
with the brand mission to celebrate local communities, the store also features local handicrafts throughout as a
sustainable visual merchandising element.

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OBSERVATIONAL STUDY
Visit to Forum South Bangalore, Konanakunte

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Through our observations and interactions at the Body Shop store located on the ground floor, we gained
insights into the store's layout, product offerings, and overall ambiance.

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STORE EXTERIOR

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The store’s most notable exterior features:

1. The Storefront Sign

The Body Shop’s signage was in accordance to the brand guidelines, with the text and logo illuminated
by LED lighting.

2. No Doors
Created an inviting, open, and social space; in line with the brand values

3. Activism Hub
At the entrance, the ‘Activism Hub,’ an “Act Zone” is an interactive retail element where customers can
discover and connect with the social campaign on Climate Change - to facilitate a brand relationship
between The Body Shop and the customer.
The Activism Hub is a small shelf that carries a book on The Body Shop’s work around the globe, and
stickers that you can claim once you have filled out a form that asks for information regarding what you
want for the world, and announcing that you are an eco-warrior through the megaphone they have
available on the shelf.

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4. Promotional Easel Signage
Mentioned Free Gift on Purchase of Rs.3000 and Above

5. No Window Display
To draw attention the products within the store, and to draw attention to the promotional signage and
interactive elements.

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STORE INTERIOR

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The store’s most notable interior features:

Display: Visual Elements:

1. ‘Body Butter’ Tower with Basins and Tester 1. Wall Mural and Channapatna Artisanal
Products Incorporation
2. Featured Products Table for British Rose 2. Wall-mounted Poster for Community Engagement
Product Line 3. Wall-painted Signage above Gifting Station
3. Gondola Shelving for all Product Categories 4. Suspended Signage for all Product Categories
4. Touch & Try Station for Makeup Category 5. Countertop & Shelf Posters + Signage
5. Checkout Counter & TV for Digital Promotion 6. Promotional Easel Signage for Free Gift on
6. Return, Recycle, Repeat Unit for Plastic Waste Purchase of Rs.3000 and Above
7. Product Tower for Mini Products and Misc.
Merchandise
8. Gifting Station
9. Display Shelf for Ginger Product Line
10. Display Shelf for Discounted Merchandise

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Lighting: Ceiling and Flooring:

1. Warm White Lighting for Ambient Store 1. Plain Light-Grey Concrete Flooring
Atmosphere 2. Faux Brick Vinyl Flooring under the ‘Body Butter’
2. Ceiling-mounted Track Lights on the Product Tower
Display Zone 3. Open Grid System Wooden False Ceiling over the
3. Ceiling-mounted Downlights at the Checkout Display Zone
Counter 4. Single Layered Jointless False Ceiling (Gypsum)
4. Wall-Mounted Sconces above the Display over the Checkout Zone
Shelves

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RETAIL FLOORPLAN

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TRAFFIC FLOW

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Retail floor zones
Core zone

Impulse zone

Decompression zone

Service zone

Experiential zone

Back-of-House zone

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Challenges and suggestions

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Problem Areas Noticed: Suggestions:

1. L-shaped corner not utilised well 1. Eliminating the L-shaped corner by incorporating
2. Not enough mirrors in-store a curved display unit
3. Touch & Try Station is too far from the Makeup 2. Adding larger mirrors at the Touch & Try Station
Shelf as well as the Makeup Shelf
4. Chair at the Touch & Try Station is mismatched 3. Introducing a chair or a stool in accordance with
in accordance to the table’s height and is table height at the Touch & Try Station
uncomfortable 4. Variations in ‘Body Butter’ Tower and the number
5. ‘Body Butter’ Tower placed too close to of the tower’s basins in accordance to the size of
Decompression Zone, and consumes too much store
space for a small store 5. Exploring Faux Flooring alternatives
6. Faux Brick Vinyl Flooring under the ‘Body Butter’ 6. Channapatna-art could be incorporated at more
Tower creates an implied border and adds to points throughout the store, introductions of
the visual heaviness of the unit, and is not in variations in the toy to increase impact
alignment with brand aesthetic
7. Channapatna-art Community Engagement
corner did not make required impact,
underutilised space

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Furniture and prop design

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PROP DESIGN
Problem Areas Noticed:

1. L-shaped corner not utilised well

2. Disconnected and impersonal Channapatna-art
corner
3. No variations in toys displayed
4. Infographic is disconnected from display area

Suggestions:

1. Eliminating the L-shaped corner by incorporating

a curved display unit
2. Introducing a leveled stand for the Channapatna
display to increase scope for variety.
3. Incorporating the infographic in the prop for
easier customer experience.

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PROP MATERIALS
Material Board:
1. For the structure: Medium-Density Fiberboard (MDF) shelves,
Medium-Density Fiberboard (MDF) shelves with a laminate finish
laminate finish provide a smooth and uniform surface
for displaying cosmetics. MDF is less prone to warping
and cracking than solid wood, and the veneer or
laminate finish adds moisture resistance and makes
cleaning easier.
2. For the poster:
Mountboard, also known as foam board or foam core
board can be used, as it is a popular choice for mounting
commercial posters due to its lightweight, rigid structure,
Mountboard
and ease of use.

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Furniture design
Problem Areas Noticed:

1. Body Butter tower placed too close to the decompression

zone and occupies too much space.
2. Number of sinks is excessive, no mirror, cotton pads,
cleaner or towel near the sink.
3. No bin near the sink
4. Faux Brick Vinyl Flooring under the ‘Body Butter’ Tower
creates an implied border and adds to the visual
heaviness of the unit, and is not in alignment with brand
aesthetic
5. Excessive products on display on the body butter tower.
6. Channapatna toys not incorporated in product displays

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Furniture design
Suggestions:

1. Introducing a shelving unit made of 4 hexagonal prism

structures.
2. Eliminating faux brick flooring.
3. Reducing number of sinks to one, introducing a sensor
tap.
4. Placing towels, cotton pads and cleaner near the sink.
5. Introducing a waste bin incorporated in the sink prism,
with a seamless removable panel for ease of replacing
the bin.
6. Introducing a mirror in front of the sink.
7. Utilizing the top of the hexagonal prisms for promotional
messages and posters.
8. Incorporating the Channapatna dolls by placing them on
the shelves in the display.
9. Hexagonal structure allows display to be perceived as
separate displays, hence making it feel less cluttered.

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Furniture MATERIALS
Material Board:
1. For all of the shelving- Medium-Density Fiberboard (MDF) shelves,
Medium-Density Fiberboard (MDF) shelves with a laminate finish
laminate finish provide a smooth and uniform surface
for displaying cosmetics. MDF is less prone to warping
and cracking than solid wood, and the veneer or
laminate finish adds moisture resistance and makes
cleaning easier.
2. For the sink and tap-
Stainless steel can be used as they are popular in
commercial settings due to their durability, resistance to
corrosion, and ease of cleaning. They are hygienic and Stainless steel sink
can withstand heavy use without scratching or staining.
The sensor tap uses stainless steel, a popular choice for Stainless steel sink
sensor taps due to its durability, corrosion resistance,
and hygienic properties.
3. For the mirror-
Low iron glass mirrors with aluminum reflective backing
can be used as they are durable and scratch resistant.

Low-iron glass with aluminum backing for mirror

Furniture features
Material Board:
1. Promotional Posters:
The top of the shelf structure can be used to display
promotional posters that help increase consumer
connect. A good example would be the “Your Body, Your
Choice” poster.
2. New Collections:
The top could also be used to display the new collection
and its testers. The latest current collection, the British
Rose collection can be displayed
3. Channapatna Dolls:
As per The Body Shop’s social initiative, the Channapatna
dolls can be displayed on the shelves, thereby ensuring
constant incorporation storewide.

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coNCLUSION
1. STORE VISIT:
Through our store visit to The Body Shop at Forum Konanakunte, we were able to make a lot of
observations in the store. We made several more observations by visiting other similar stores and
understanding them.
2. RESEARCH:
We conducted an in-depth study on The Body Shop and gained a deeper understanding of the brand and
store guidelines. Through this study, we were able to compare the store visited with the official
guidelines of the brand and identify challenges.
3. FURNITURE AND PROP DESIGN:
Based on the challenges identified, we chose to re-model the ‘Body Butter’ Tower and introduce a prop
in the Channapatna-art corner. We designed the prop and furniture based on the brand aesthetic and
store utility.
THANK YOU

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